Culture, Subculture Influences, and Group Influences

what influences our thoughts, behaviors, and preferences

culture

cultural values

are the important beliefs and ideas shared by a group of people

sanctions

when people don’t follow ruled of a culture, there can be consequences, such as disapproval or social pressure

cultural values include

1. other-oriented

2. environment-oriented

3. self-oriented

other oriented values

reflect a society’s view of appropriate relationships between individuals and groups within society

1. youth/age

2. masculine/feminine

3. diversity/uniformity

4. individual/collective

environment-oriented values

prescribe a society’s relationship with its economic, technical, and physical environments

1. cleanliness

2. performance/status

3. tradition/change

4. risk taking/security

5. nature

self-oriented values

reflect the objectives and approaches to life that individual members of society find desirable

1. active/passive

2. material/non material

3. hard work/ leisure

4. religious/secular

subculture

a segment of a larger culture whose members share distinguishing values and patterns of behavior

types of subcultures

1. religious

2. regional

3. ethnic

4. lifestyle

5. interest based

6. sexuality

regional subculture

1. climate conditions

2. natural environment and resources

3. social and political events

ethnic subcultures

are those whose members’ unique shared behaviors are based on a common racial, language, or nationality background

examples of ethnic subcultures

1. Asian American

2. black American

3. Arab American

religious subculture examples are

1. Jewish

2. Muslim

3. protestant

4. roman catholic

group

two or more individuals who share beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent

reference group

a group whose presumed perspectives or values are being used by an individual as the basis for his/her current behavior

types of groups

1. membership

2. strength of social tie

3. type of contact

4. attraction

consumption subcultures

1. identifiable hierarchical social structure

2. set of shared beliefs or values unique jargon, rituals, and modes of expression

brand communities

can add value to the ownership of the product and build intense loyalty

online communities and social networks

1. community interacts around a topic of interest on the internet

2. ex: Facebook, insta, youtube

when using social media in marketing

1. be transparent

2. be part of the community

3. take advantage of the unique capabilities of each venue

reference groups influence the what?

consumption process

reference groups have 3 forms:

1. informational influence

2. normative influence

3. identification influence

normative influence

ex: utilitarian influence

identification influence

ex: value-expressive influence

informational influence

often based on either the similarity of a reference group’s members to the potential consumer or the expertise of the influencing group member

communications within groups

1. word of mouth

2. opinion leaders

3. market mavens

4. marketing strategies

opinion leader

go to person for specific types of information. this person filters, interprets, and passes along information

exchange of advice and information between group members can occur directly via

word of mouth

market maven

generalized market influencer who provides significant amounts of information about various products, places to shop, and so on

strategies designed to create word of mouth and encourage opinion leadership include:

1. advertising

2. product sampling

3. retailing/personal selling

4. creating buzz

creating buzz include

1. viral marketing

2. guerrilla marketing

viral marketing

online pass it along strategy utilizing electronic communication to trigger brand messages throughout a widespread network of buyers

guerilla marketing

limited budget using nonconventional communication strategies

innovation

an idea, practice, or product perceived to be new by the relevant individual or group

diffusion innovation includes

1. categories of innovation

2. adoption process

3. diffusion rate

4. adopter categories

5. marketing strategies and the diffusion process

categories of innovation

1. continuous innovation

2. dynamically continuous innovation

3. discontinuous innovation

continuous innovation

requires relatively minor changes in behavior that are unimportant to the consumer

dynamically continuous innovation

requires a moderate change in an important behavior or a major change in a behavior of low or moderate importance to the individual

discontinuous innovation

requires major changes in behavior of significant importance to the individual or group

adopter categories include:

1. innovators

2. early adopters

3. early majority

4. late majority

5. laggards